On Clean Force Property Services. Executive Summary Strategic marketing plan is the process that an operational or managerial staff of an organization goes through for creating and implementing effective marketing strategies. It needs proper situational analysis before preparing any marketing plan. The purpose of the study is to conduct a situational analysis of Clean Force Property Services. The study has analyzed the internal environment of the organization. It has been found that the organization has wide range of cleaning services. It also provides high quality cleaning services to different types of clients. From the external environment analysis, it has been found that the organization gets huge support of government for its business progress. Sophisticated lifestyle of the people has enhanced the demand for the cleaning services. The study has also prepared detailed customer analysis. It has demonstrated that the organization has targeted Industrialist, Government Agencies, factory managers, customers of normal resident, community agencies, even managers, defense housing authority. From the competitor analysis, it has been found that the organization faces tough competition from the direct competitors like Broadlex Services, Brighten Services Australia, ISS. The SWOT analysis of the organization reveals its brand popularity for its high quality cleaning services. Table of Contents 1.0 Introduction 4 1.1 Company Overview 4 1.2 Aim 4 1.3 Structure 5 1.4 Scope 5 2.0 Internal Environmental Analysis 6 2.1 Company Background and History 6 2.2 Internal Resources Assessment 8 2.3 Overview of Marketing Mix Strategies (4Ps) 9 3.0 External environmental analysis 10 3.1 PESTLE Analysis 10 3.1.1 Political Environment 10 3.1.2 Economical Considerations 10 3.1.3 Social Environment 10 3.1.4 Technological Considerations 11 3.1.5 Legal Considerations 11 3.1.6 Environmental Considerations 11 4.0 Customer analysis 13 4.1 Segmentation 13 4.2 Targeting 14 4.3 Positioning 14 5.0 Competitor analysis 16 6.0 SWOT Analysis 17 6.1 Strengths 17 6.2 Weakness 17 6.3 Opportunities 17 6.4 Threats 17 7.0 Conclusion 19 References 20 1.0 Introduction 1.1 Company Overview Clean Force Property Services is a commercial cleaning company in the metropolitan Melbourne. The organization is responsible for cleaning over 100 building in metropolitan Melbourne. Moreover, it is responsible for nightly clean across the city. The customers of this organization include commercial, social housing, hospitality and telecoms. It includes majority of Telstras sites in Melbourne (Clean Force Property Services, 2017). The expert cleaners of the organization take care of factories, offices, vacated premises and residential. Moreover, the customer base is now in excess of 130 public, private and community sector business services. The organization uses competitive pricing with high quality of cleaning standard. 1.2 Aim This report will present the situational analysis of Clean Force Property Services. The internal and external environment of the organization will be discussed by focusing on background, resources and marketing mix strategies. The external analysis will discuss about the environmental considerations of Clean Force Property Services and later on the customer profile will be analyzed through segmentation theories. Current competitive environment will be presented with competitor matrix and finally SWOT analysis will present the ways by which Clean Force Property Serviceswill expand in the market in future. 1.3 Structure Following is the report structure: Figure 1: Structure of Report (Source: Created by Author) 1.4 Scope The situational analysis will present the current operating condition of Clean Force Property Servicesand based on analysis, the future marketing plan can be developed. The scope is to gather idea of future expansion through appropriate strategies by applying marketing theories. 2.0 Internal Environmental Analysis 2.1 Company Background and History Clean Force Property Serviceswas established in the year 2001.The organization provides quality tailored cleaning services exceptional value for the money of the customers. The organization mostly provides cleaning service to the customers like Berry Street, Telstra, Brotherhood of St Laurence, AMES Australia, Queen Victoria Womens Centre, NEAMI National and City of Whittlesea(Clean Force Property Services, 2017). The organization has workforce team consisting of almost 90 people. Clean Force is highly associated with community development with creating huge job opportunities. Furthermore, the organization also provides wide job opportunities to disable and other people having disabled background. In the year 2014, the organization received Social Enterprise Awards for its nightly cleaning services in the society. The organization has delivered over $16 million in the commercial cleaning contracts since 2001(ODonnell, 2014). Figure 1: Clean Force Revenue Trends (Source:Clean Force Property Services, 2017) In 2016, the total annual revenue of Clean Force has been exceeded by $3.6 million. The organization has generated in excess of $23 million revenue from the commencement of the business(Payne &Frow, 2014). Commercial activities of the organization mostly generate 88% of total business revenue. 12% revenue is generated through Disability Assistance Funding through DSS(Clean Force Property Services, 2017). Figure 2: Clean Force Funding of Revenue (Source:Clean Force Property Services, 2017) Company Info Explanation Mission Statement Clean Force Property Servicesis committed to provide highest quality commercial cleaning services to the customers by exceeding their expectation. Corporate Objectives Providing professional and friendly cleaning services Exceeding the customer expectation Brand Identity Clean Force is popularly known for its innovative, expert, high quality and hygienic cleaning service. Product Portfolio Vacuuming and Spot Cleaning, Dusting and Detailing, Sweeping and Mopping, Toilet restroom cleaning, supplying hygienic products and services, Cleaning window glass, automated air freshener service, rubbish removal, sanitary disposal, builder cleaning, recycled waste collection Table 1: Company Brief of Clean Force Property Services (Source:Clean Force Property Services, 2017) 2.2 Internal Resources Assessment Clean Force Property Serviceshas workforce strength of over 90 employees. The expert cleaners of the have built the success of the organization. Moreover, such expert cleaners of the organization use innovative style of cleaning for exceeding the expectation level of the customers. Furthermore, the organization always provides training to its employees for enhancing their cleaning skills towards proving excellent cleaning services(Kashmiri &Mahajan, 2014). The management of the organization is highly engaged in fostering teamwork in the workplace. In this way, the collaborative teamwork among the cleaning experts will encourage them towards providing excellent cleaning services consistently in near future. The annual revenue of the organization has been increased by $3.6 million(Agic et al., 2016). Moreover, the excellent quality of the service allows the organization to maintain their competitive pricing, which also contributes in its financial capabilities. Such financial strength would help the organization in maintaining their quality of cleaning service through purchasing advanced cleaning equipments and hiring cleaning experts. 2.3 Overview of Marketing Mix Strategies (4Ps) MARKETING MIX OF CLEAN FORCE PROPERTY SERVICES PRODUCT/SERVICE Vacuuming and Spot Cleaning Dusting and Detailing Sweeping and Mopping Toilet restroom cleaning Supplying hygienic products and services Cleaning window glass Automated air freshener Rubbish removal Sanitary disposal Builder cleaning Recycled waste collection Quality of all services are excellent PRICE Use Competitive pricing with high quality services High value provided to the money of customers. It seems to be opportunities for increased customer loyalty. PLACE Services are provided within 25 mile area of cleanly Provides service to offices, factories, vacated premises and residential PROMOTION Advertising campaign Print media Mass Media Social media for attracting wide customer base Table 2: Marketing Mix of Clean Force Property Services (Source:Kumar et al., 2017) 3.0 External environmental analysis 3.1 PESTLE Analysis 3.1.1 Political Environment According to Lee et al., (2013), Australia is one of the most politically stable countries in the world. In such politically stable country, Clean Force Property Services faces less political threats. It has actually improved its business condition. Moreover, reduced tax rate of Australia have actually reduced the operational cost of the organization, which seems to be great opportunity for business profitability. However, Osuagwu., (2016) opined that changing government laws often affect the business practices of Clean Force Property Services. It can also hamper the business progress of the organization in near future. 3.1.2 Economical Considerations Burford and Chan, (2017) pointed out that developed economic condition of Australia has increased return on investment of the organization. Therefore, the organization has increased the profit level of the organization through huge investment in the developed economic condition of Australia. However, Pu et al., (2016) opined that economic fluctuation of Australia forces the organization to change its service price. In this way, such economic fluctuation impacts on the profitability of the organization. 3.1.3 Social Environment According to Miles et al., (2015) strong economic condition has enhanced the spending power of the customers. Therefore, they are financially sound to spend on hiring cleaning services for remaining clean and hygienic. Modern and sophisticated life style of people and infrastructural development of factories have enhanced the demand of cleaning services in Melbourne city. However, Venter and Van Rensburg, (2014) opined that changing cleaning service preferences of the people can seem to be threat for the organization. Moreover, the organization can face issues in terms of tailoring the cleaning services as per the changing preferences of the customers. 3.1.4 Technological Considerations As per Miles et al., (2016), Clean Force Property Services can use strong technological advancement of Australia in their business process. Moreover, technological advancement of Australia has enabled the organization to use technically advanced cleaning equipments for excellent cleaning services. Furthermore, increasing digitalization of the country has improved the advertising effectiveness of the organization for strong promotion of their cleaning services. 3.1.5 Legal Considerations The organization always obeys the consumer law of the country for providing standard quality cleaning services to the customers. Moreover, Noruzi and Zadeh, (2014) stated that Clean Force Property Services also maintains employment laws of the country for hiring the best talent from the market. It will enhance the performance effectiveness of the organization in near future. 3.1.6 Environmental Considerations Clean Force Property Services has reduced the green house gas emission rate from its cleaning operations. In this way, the organization is protecting the environment and adhering to the environmental laws of Australia. PESTLE ANALYSIS OF CLEAN FORCE PROPERTY SERVICES POLITICAL Australian government has huge support for Industrialization, which can support the business of Clean Force Property Services Changing government laws often affect the business operation of Clean Force Property Services Reduced tax rate of Australia always support the business operation of Clean Force Property Services Political stability of Australia assists the business development of the organization ECONOMY Growing and advanced economic condition of Australia has enhanced the business profitability of Clean Force Property Services The organization can take out low cost loan interest in the economically developed country Economic fluctuation in Australia often changes the price structure of the services of the organization SOCIAL Growing economy of Australia has increased the spending power of customer, which enhance the residential customers of Clean Force Property Services Modern and sophisticated lifestyle of Australian people encourage them to be clean and hygienic in every place they interact However, changing customer preferences in cleaning services can be big threat for the organization TECHNOLOGICAL Technological advancement of Australia has improved the business process of the organization through advanced cleaning equipments The advancement in digital media has improved the advertising effectiveness of the organization LEGAL Clean Force Property Services maintains all consumer laws and employment law of Australia The organization also maintains the discrimination laws of Australia ENVIRONMENT The organization has reduced Greenhouse gas emission It has reduced the emission of carbon footprint Table 3: Pestle Analysis of Clean Force Property Services (Source:Chaneta, 2014) 4.0 Customer analysis 4.1 Segmentation According to Hildmann and Vossebein, (2015), Clean Force Property Services has segmented only domestic people for providing their cleaning services. People having highly fashionable and hygienic lifestyle are more likely to opt for the cleaning services of this organization. On the other hand, Mostafa, (2016) opined that industrialist, Government Agencies, factory managers, customers of normal resident, community agencies, even managers, defense housing authority are more likely to opt for the cleaning services of the organization. Furthermore, Salmani et al., (2014) opined that Clean Force Property uses competitive pricing with high service quality. Therefore, the organization has segmented people from higher social status and income group. Customers are more likely to take the cleaning service of Clean Force Property Services for its high quality and tailored cleaning services. The purchase of the services is related to discretionary spending. 4.2 Targeting Zampetakis, (2014) opined that Clean Force Property Services has mostly targeted the people having modern and sophisticated lifestyle. Furthermore, the organization has also targeted Government Agencies, defense housing authority, community agencies, factory managers, who frequently need cleaning services for maintaining hygienic places. Moreover, wide access to such clients would enhance the sales volume of cleaning service of this organization. On the other hand, Kumar, (2015) opined that the organization has mostly targeted the customers, who are not much price sensitive and belong to higher social class. In this way, the organization would be able to maintain its competitive pricing for enhancing the profit level over the rivals. However, the organization can face huge threat to sell its products, if the customers become highly price sensitive. 4.3 Positioning As per Dumitru and Caescu, (2013), Clean Force Property Services has wide range of cleaning services, which attracts different types of clients. Furthermore, the organization uses technically advanced cleaning equipments, which helps in providing unique and high quality cleaning services. On the other hand, Kitchen and Burgmann, (2015) opined that the organization also provide huge discounts and offerings to the premium customers. In this way, the unique value and positioning of the customers would help the organization in enhancing the loyalty level of the customers. STP OF CLEAN FORCE PROPERTY SERVICES SEGMENTATION Demographic Geographic Location: Domestic Customers Age: Adults Income: AU$ 650- Above Gender: Both Male and Female MaritalStatus: Both single and married SocialStatus: High Occupation: Industrialist, Government Agencies, factory managers, customers of normal resident, community agencies, even managers, defense housing authority Psychographic Brand Preference: Inclined towards top brands Price Sensitivity: Less Conservative/Liberal: Liberal Lifestyle: Highly fashionable Behavioral Purchase based on trends: Yes Benefits Sought: Seek Extra Benefits on product TARGET Domestic customers Customers from all age group High income group customers having standard source of income Customers from high social status Customers having high brand preference Customer having strong sense of hygienic and sophistication trends POSITION Advanced cleaning equipments Wide range of cleaning services Competitive pricing Discounts available Outstanding and standard quality cleaning service Reliability and Responsive Table 4: STP of Clean Force Property Services (Source:Kozlenkova et al., 2014) 5.0 Competitor analysis Factors Parent Company Competitor 1 Competitor 2 Competitor 3 Name Clean Force Property Services Broadlex Services Brighten Services Australia ISS Competition Type N. A Local Direct Indirect Operation Area Melbourne Sydney Sydney Victoria / Tasmania Queensland Canberra Melbourne Suburbs (Brightenserv.com.au, 2017) Europe North America Asia South Pacific Market Share 19.44% 31.56% 15.7% 11.21% Basis of Competition Budget friendly price for services Brand and reputation yet high cost of services Service quality and availability International branding and premium pricing Product Features Cleaning services in the following sectors: Office cleaning Factory cleaning Residential cleaning Vacated premises Cleaning services in the following industries: Food Processing Government Health and Aged Care Industrial Retail Transport Airports Events and Stadiums Commercial Hospitality Education Cleaning services in the following sectors: Domestic Cleaning Commercial Office School Cleaning Aged Care Cleaning Carpet Steam Flood Restoration Builders Cleaning Home Cleaning Joinery and Cabinet Electrical Maintenance Services in the following sectors: Facility Management Cleaning Services Security Services Property Services Support Services Catering Services (Au.issworld.com, 2017) Benefits of Services Budget friendly Easy access Less cancellation charges Expert assistance Time services Highest standard of service Best service diversification (Broadlex.com.au, 2017) Trust worthy service Fully Trained Staff Quality Assurance World class services Complete package from facility management to catering services Strength Competitive pricing Good market penetration Latest equipment utilization Huge market share High quality services from trained employees Premium quality and world class services International branding Weakness Less number of investors Less diversification Poor customer service High service charge Less usage of technology Less investors Less promotional strategies High price for service Table 5: Competitor Analysis Matrix (Source: Created by Author) 6.0 SWOT Analysis 6.1 Strengths According to Doyle and Armenakyan, (2014), Clean Force Property Services has strong brand image, which attracts huge customer base towards purchasing its products. It also has wide variety cleaning services, which meets various cleaning needs of different customers. Furthermore, Chaneta, (2014) opined high quality of cleaning service from cleaning experts has enhanced the loyalty level of the customers. 6.2 Weakness Strong brand reputation of the organization can be vulnerable to breakthrough even for any small mistake. Therefore, brand reputation can also be very hard to mange for the organization. On the other hand, Miles et al., (2015) opined that the organization has geographical expansionof fashion. It can limit the customer base and sales volume of the organization. 6.3 Opportunities According to Noruzi and Zadeh, (2014), Clean Force Property Services has huge opportunities to enhances its geographical market. Moreover, the strong brand image of the organization would enhance the acceptability of the products in wide geographical market. On the other hand, Mostafa, (2016) opined that with strong brand image, the organization can also enhance the client base of the organization. 6.4 Threats As per Kumar, (2015), the organization faces tough competition in the market from its direct competitors like GRS cleaning service, One Planet Cleaning and CNA cleaning service. These companies are also providing the same quality cleaning services with affordable prices. On the other hand, Kitchen and Burgmann, (2015) opined that Clean Force Property Services also faces changing government rules and regulation of international market, which can affect its business practices. SWOT Analysis of Clean Force Property Services Strength Strong brand reputation Wide variety of cleaning services High quality cleaning services Talented cleaning experts Strong financial background Wide customer network Efficient and strong supply chain network High level of customer loyalty Weakness High brand image can be vulnerable to breakthrough even for little mistake Limited geographical expansion Less numbers of employees Limited market capture Opportunity Huge scope of more geographical expansion More customer access Threats Tough competition in market from Broadlex Services, Brighten Services Australia, ISS Difficulties in complying with changing government regulation Table 5: SWOT Analysis of Clean Force Property Services (Source:Salmani et al., 2014) 7.0 Conclusion While concluding the study, it can be said that Clean Force Property Services is a highly popular cleaning organization in Melbourne. The organization generates 88% revenue from its commercial activities. The cleaning experts of the organization provide exceptionally high quality cleaning service, which often exceed customer expectation. The organization provides all kinds of cleaning services ranging from Vacuuming and Spot Cleaning to Recycled waste collection. The organization uses competitive pricing with high quality cleaning services. Clean Force Property Services get the support of Government in its business progress. Moreover, the modern and sophisticated lifestyle of people and need for hygienic place on different commercial sector have increased the demand of cleaning services. However, changing government rules and regulations can hamper the organizational practices of the organization. The organization has targeted residential people from high society. Apart from that, the organization has also targeted Government agencies, factories, community agencies, defense housing authority and many others. 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operational or managerial staff
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